Seven Steps to Success with Sports Advertising this Summer

July 20, 2016

Executive Summary

Unruly's research into global attitudes around video ads drove the creation of seven steps to sports advertising success this summer. Tips include:

  • Capture the hearts of Brazilian fans: Brazil is not only the home of the Olympics this summer, it's also the home of online video advertising. Brazilian consumers are more likely to think more favorably of a brand, promote a brand or buy a product after watching an online ad than consumers in the U.S. and Europe. If you can capture this audience's attention by exhilarating them (this is the emotion proven to work best in Brazil) then you will take home gold.
  • Use humor sparingly: A lot of ads try to be funny, but it's a hard emotion to pull off. In fact, hilarity is one of the least common emotions elicited in video advertising, felt by just 4 percent of respondents globally. It's hard to make people laugh, and the goalposts are always moving - particularly as what's considered funny varies from one nation to another, and even within a single nation. If you are sponsoring a global event or looking to ambush a competitor's sponsorship, then think hard about whether you can tickle people's funny bones across the world.

Click the link to the right (or at the bottom of the screen on mobile) to download the full PDF.


"Seven Steps to Sporting S.U.C.C.E.S.S. this Summer." Unruly, 2016.

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